Joanne Jacobs, October 2011
Creative thinking,innovation & adaptation
Joanne JacobsInteraction Design & Digital StrategyOctober 2011
Image source: http://www.flickr.com/photos/18161271@N00/2282265286
Joanne Jacobs, October 2011
Innovation/Adaptation
• Innovation often misinterpreted– Incremental: improvements over time– Disruptive: replacing previous tools
(especially technologies)– Discontinuous: requiring significant
behavioural change for adoption
• Adaptation/Adaption often mistaken for innovation– Works with existing structures– Can involve innovation deployment
• Most marketing use of innovative technologies is actually adaptation
Image source: http://wins.failblog.org/2011/07/05/epic-win-photos-awesome-rug-win/
Joanne Jacobs, October 2011
Innovation/Adaptation
• Kirton’s Innovation-Adaption Inventory is an instrument designed to score users on a scale of Innovative – Adaptive thinking
• Theory has its faults (based in part on personality types thus flawed), but useful in clarifying differing priorities
• Need to combine divergent and convergent thinking styles to capitalise on emergent technologies
Image source: http://www.flickr.com/photos/45713725@N00/4226999974
Joanne Jacobs, October 2011
Creative problem solving
• Designed to foster alternative perspectives – either innovation or adaptation
• Groups more effective in generating divergent thinking than individuals
• Processes for CPS need to regularly changed in order to avoid formulaic responses
• Needs to be framed not just by tools, but also by client objectives and opportunities
Image source: http://www.flickr.com/photos/24420613@N08/3527166081
Joanne Jacobs, October 2011
Divergent thinking
SOURCE: http://www.buzzle.com/articles/divergent-thinking.html
Joanne Jacobs, October 2011
CPS Methods 1
• Brainstorming: Classical brainstorming is the act of collating and debating ideas to solve problems in a public forum.
• Bug-listing: commonly used in product testing, but can be a collaborative exercise where individuals can see problems and assist one another to help solve.
• Collective response: Publishing and sharing ideas in a collective notebook or as comments to an idea or article.
• Morphological Box: Setting the parameters for a problem, listing variations and trying different combinations – this box technique is useful as a ‘fill the gap’ task for groups in communities.
Image source: http://www.flickr.com/photos/99771506@N00/5791228117
Joanne Jacobs, October 2011
CPS Methods 2
•SCAMPER: Designed for product innovation, but can be used to change business processes or service offering. Steps are:
– S: Substitute (variables, source materials, people); – C: Combine (with other groups/people, resource materials); – A: Adapt (change the basic function or process, use existing tools differently); – M: Modify (change resource materials, audience, scale, attributes);– P: Put to another use; – E: Eliminate (remove components, simplify); – R: Reverse (how would the product operate if turned inside out or upside down?)
•Reciprocal Modelling: Reciprocity is a process of engagement with individuals either affected by, or influencing a problem. The process/resolution is as follows:
– Appreciate the situation / Accept the situation;– Explore what could be / Focus attention on a solution;– Challenge what should be / Develop commitment in what should happen;– Produce / Deliver.
Image source: http://www.flickr.com/photos/99771506@N00/5774581349
Joanne Jacobs, October 2011
WHAT’S WRONG WITH THIS INFOGRAPHIC?
- Single, linear process
- Needs more testing
- No effort to involve divergent/radical innovation
Graphic source: http://holykaw.alltop.com/9-steps-of-creative-problem-solving-infograph
Joanne Jacobs, October 2011
Creative thinking & new tech
• Somewhat narrow thinking to use technology purely for its novelty
• Tendency among marketers to adopt technology on a campaign-basis rather than as a tool for creative development for firms
• New technologies won’t necessarily be articulated in terms of their opportunities for adaptation/innovation
Image source: http://www.flickr.com/photos/20375052@N00/12981847
Joanne Jacobs, October 2011
Technology adaptation/time
• RADIO: Designed for use in ship-to-ship communications in military operations
• TELEPHONE: Designed to pipe music in to rooms (developed a year before first gramophone/phonograph)
• TELEVISION: Designed as a fax machine (pantelegraph)
• INTERNET PROTOCOL: Designed to allow ground troops to communicate across networks rather than through a central communications base.
Image source: http://www.flickr.com/photos/28989949@N07/4303545282
Joanne Jacobs, October 2011
Lesson
Technology invention requires adaptive thinking
for mass adoption
Image source: http://www.flickr.com/photos/12947675@N04/2037060821
Joanne Jacobs, October 2011
Emergent Tech
• Augmented Reality (AR)• 3D printing, environments (3D)• Location Based Systems (LBS):
– games– social interaction– services/deals
• Social media (Social):– Influence measurement– Conversation media– News sharing/gathering
Image source: http://www.flickr.com/photos/fdecomite/5044800130/
Joanne Jacobs, October 2011
Creativity & Emergent Tech
• More than just brand awareness• More than just sentiment• The other 2Ps
– Product
• Price• New means of visualising processes
Image source: http://www.flickr.com/photos/93087247@N00/29586893
Joanne Jacobs, October 2011
Creative/Adaptive AR
• Immersive experiences• Place-based, or immediate
information services
NOT CREATIVE:- Brochureware- Novelty face-tracking- Animations
Images from: http://www.flickr.com/photos/arenamontanus/3359137341/; http://www.youtube.com/watch?v=0z_Q3yl4NjM; http://www.youtube.com/metaioar
Joanne Jacobs, October 2011
Creative/Adaptive 3D
• 3D which generates learning, encourages adaptation for alternative purposes
• 3D printing as a means of reducing costs of production (prototyping)
NOT CREATIVE- Novelty 3D heads/photos- Games without a purpose
Images from: http://www.flickr.com/photos/arenamontanus/3359137341; http://www.gizmag.com/go/2578/; http://myfundarkside.blogspot.com/2010/03/when-farmville-goes-too-far-for-most-of.html
Joanne Jacobs, October 2011
Creative/Adaptive LBS
• Location services that deal with a distributed workforce or check product supply chain
• Value added location services (parking spaces, queue at Post Office, immersive games)
NOT CREATIVE- Check-ins for badges and deals- Mention based competitions
Images from: http://www.flickr.com/photos/arenamontanus/3359137341; http://www.tuaw.com/2009/11/03/use-augmented-reality-to-find-your-car/ ; http://www.liewcf.com/foursquare-online-store-5562/
Joanne Jacobs, October 2011
Creative/Adaptive Social
• Warm lead research• Storytelling spaces and commentary• Community mobilisation for
education or public interest ideals
NOT CREATIVE- Corporate content sharing- Mention baiting competitions- Rich media development
competitions for advertising purposes
Images from: http://www.flickr.com/photos/arenamontanus/3359137341; http://foldingstory.com/ ; http://www.crashthesuperbowl.com/
Joanne Jacobs, October 2011
Innovation tools
• Apps:– Google App Inventor (beta); Apple AppMakr
• Mashing tools– MS Popfly; Intel Mashmaker; Wayfaring
(mapping tool)
• 3D printing tools– Google SketchUp; Blender; Shapesmith
OpenGL 3D modelling tool (coming soon)
• Augmented reality tools:– Qualcomm AR SDK, Windows AR Starter Kit
(coming soon)
• Other tools:– If This Then That; Yahoo Pipes.
Image source: http://www.flickr.com/photos/oedipusphinx/4182472641/
Joanne Jacobs, October 2011
Questions?
Image source: http://www.flickr.com/photos/qthomasbower/3893490079/
Joanne Jacobs, October 2011
Creative production task
• In groups of 3-4, using any of the Creative Problem Solving Tools listed (or others you find online), design a campaign for a current client based on emergent technologies (you make pick one or several). Show how use of these technologies solves a problem for the firm beyond mere mentions/awareness.
• Timing– 10:15 – 10:45 Group work– 10:45 – 10:55 Preparation of presentation– 10:55 – 11:15 Presentations
(4 groups, 5 minutes each)– 11:15 – 11:30 Responses, summary of learning– 11:30 Close
Joanne Jacobs, October 2011
Last thoughts?
Joanne Jacobs
Interaction Design & Digital Strategy Consultant
Ph: 07 948 318 298
Email: [email protected]
Web: http://joannejacobs.net/
Twitter: @joannejacobs
Skype: bgsbjj
Note: All images used in this presentation are subject to Creative Commons Attribution licence, with source specified in each slide.
Image source: http://www.flickr.com/photos/52303259@N08/5438342864
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